ABSTRACT
In the office of the Boston Post I was not long in coming to the conclusion that the value of advertising space was largely influenced by circumstances and conditions, some of which were difficult to understand. The basis of charge was the “square.” Originally, doubtless, that word meant a space down the column equal to the width thereof, but when smaller type came to be used in the setting of advertisements the number of lines that had filled the space was still construed to be a proper equivalent for the square, and by and by a still smaller number of lines was adopted; until the square at last became an arbitrary measure, differing in each office, and having a range of anywhere between four and thirty-two lines. In the office of the Post a square was eight lines, and the cost of insertion one dollar for the first and fifty cents for each subsequent appearance. If advertisements were frequent or continued, a discount was allowed varying from 10 to 50 per cent, according as the gross total ranged between $10 and $100 within a period of three months. A gross bill of $100 might be reduced one-half and settled for $50, but a gross bill of $90 carried with it a right to no more than 33 1-3 per cent discount and, therefore, could not be liquidated for less than $60. Sometimes an advertiser would ask how much he must advertise to secure 100 per cent discount, but such inquiries were treated as frivolous. Once there was a lawsuit with a publisher who offered $50 in settlement of a gross bill of $97.50, while the office insisted upon receiving $65, and this contention the Court upheld. I was a witness in the case and, on taking my seat after leaving the stand, the defendant asked me, in a low tone, whether I had ever read the story of Ananias, and appeared too disgusted for anything when I told him I never had, and asked him who published it, and if it was good. I found it not customary to take off any discount 29from an advertising bill unless a discount was asked for. Sometimes after the money had been paid and the bill receipted, the belated inquiry about a discount would be made. The question was embarrassing at the moment, but in such a case there was never any discount.
